HBIF Meeting 12-09

Administrator

Grace DunlapMarketing Assistant

BizCentral USA

Key Speaker

Nicole Roach

Marketing Coordinator

BizCentral USA

• BizCentral USA: A “One-stop” resource

center for startup, small & midsized

businesses nationwide!

• Key Speaker: Nicole Roach

• Questions

• Survey & Notes Page

I. What is Grassroots Marketing

II. The 3 F’s of Grassroots Marketing

III.5 Grassroots Marketing Methods

IV.Putting it all Together

• The most affordable type of marketing.

• Consists of using resources you already have to spread the word about your product or service.

• Market your company, organization, products or services on a local and on a personal level.

• Works best when a combination of activities are implemented.

• Grassroots Marketing

Will:

• Build momentum until

you have your own

“fan section”.

• Form a ripple effect

among your

community.

Advertising

• 3 Things to

Remember:

• Feel Good

• Frequent

• Free

• Leave people with a memorable

experience.

• Don’t forget to research the market to

better ignite the fire.

• Nothing is worse than attempting to

appeal to a crowd that can not

relate.

• It’s important to have

multiple layers to

each campaign.

• Tap into the

resources of your

partners.

• The idea is to keep

everything fresh.

Speaking Engagement

Community Event

Public Service Announcement

Press Release

• The best way to get people excited

about your products or services.

• Remember, your products must

deliver.

• Look at everything objectively

• Ask for feedback

• Great way to get forgiveness

• Direct Calls

• Speaking Engagements

• Canvassing

• Word of Mouth

• Networking

• This is the method where you directly call your

potential customer.

• If you are going to implement a direct phone

call campaign, make sure you are not calling

anyone on the “Do Not Call” list.

• https://telemarketing.donotcall.gov/

• Rather than directly pitching your product or

service invite them to an event or offer them a

free item etc.

• Use direct calls to both:

• Retain Customers

• Attain Customers

• Dallas-based Canyon

Cafes sent congratulatory

letters to recently promoted area workers.

"Come pop a cork with us," read the

personalized greetings, which offer free

champagne or wine at two their six restaurants.

• This method takes some inner talents that

maybe you didn't even know that you had, but:

• Who knows your passion better than you?

• Public speaking may not be your "thing", but if

there is someone in your company that can do

it, I would recommend it.

• This can also be a chance to utilize connections

that you have made throughout the

community.

• So maybe speaking in front of a large

crowd isn’t your thing.

• New trends on speaking

engagements:

• Host seminars or webinars

• Simulcast your events

• Record an interview and share it via video

• Podcasting

• Consists of going around your city or

neighborhood and speaking to people

directly, placing flyers & posters on doors,

cars, community boards etc.

• Remember to do your demographic

research on your target areas.

• Pay attention to community ordinances

and restrictions.

• Canvassing can consist of

a few additional methods:

• Get a stand at:

• Local Farmers Market

• Grocery/Specialty

Store

• This is a great time to bring

in the 3rd F of Grassroots

Marketing…. Free

• Word of Mouth

Marketing: Giving people a

reason to talk about

your products and

services, and making

it easier for that

conversation to take

place.

• Educating people about your products &

service

• Identifying people most likely to share their

opinions

• Providing tools to make it easier to share

information

• Studying how, where, & when opinions are

being shared

• Listening & responding

• Word of Mouth

• Focused more specifically on the product or

service the consumer received

• Typically starts off stronger & dwindles down.

• Viral Marketing

• Typically reserved for programs where the

advertising is talked about as opposed to

the product itself.

• The act of getting out into the community and

meeting potential consumers, strategic

partners and other professionals.

• Effective business networking is the linking

together of individuals

who will become

walking, talking

advertisements

for one another.

• Networking Tips:

• Keep in mind it is about being genuine

• Know what your goals are for each event

• Take volunteer parts in groups or

associations

• Ask open-ended questions

• Have your elevator pitch ready

• Follow-up promptly

• Where to Network:

• Join Associations

• MeetUp

• Join Online Groups

• LinkedIn Groups

• Facebook Groups

• Chambers of Commerce

• The Bottom Line:

• Grassroots Marketing Builds Stronger

Relationships & Better Loyalty Than Other

Methods!

• Your Customers or Partners can be your Best

Sales Team!